Get actionable tips and strategies for using content marketing to support sales, SEO, PR, and more. You will learn: - How to execute and promote an effective content marketing campaign - Marketing strategies for specific types of content Software tools you can leverage for content marketing - Where to get the scoop on your competition And last but not least find out how to build a strong foundation for your content marketing efforts by following best practices for the start.

1. Intro to Content Marketing
Dale Bertrand, President
Chimaera Labs

2. About Me
- Started my career working as an Electrical Engineer
- Founded a marketing company for wedding vendors (working evenings)
- Transitioned to full-time digital marketing consulting
- Founded my current agency Chimaera Labs

3. About Chimaera Labs
• 6 people, based in Kendall Square
• Search Marketing
– SEO, AdWords Management, PPC
• Content Marketing
– Content Strategy, Development, and Promotion
• Forensic SEO
– SEO Audits, Link Audits, Content Audits

4. Outline
1. Content Marketing Research
2. Content Strategies
1. Content Development
2. Content Promotion

5. 5
Marcus Sheridan
Pool guy turned
content marketing guru
Why is Content Marketing Important?

6. Meet Emily:
A Mother Searching for the Perfect Preschool

7. Content Marketing Research

8. Interview Your Customers

9. Find Potential Customers in the Wild
Where to look:
• Niche Blogs
• Forums
• Social Media
• Competitors websites

10. Keyword Research
Make educated guesses about the intent behind the
keywords people use to find your product or service.

11. Talk to Your Sales Team

12. Customer Analysis
Mine existing customer data for information about them.

13. Content Strategies

14. Having a blog does NOT
mean you’re blogging.
– Build relationships
– Write engaging
content
– Aggressively
promote your blog
14
Blog For Real

15. • Cheap, High-quality content
• Borrow the expert’s credibility
• Experts can help with
promotion
15
Interview Awesome People

16. Why is downloadable content important?:
• Acquire valuable email addresses
– Lead nurturing and drip campaigns
• Demonstrate expertise
• Build brand awareness
16
Downloadable Content

17. How to Create Great Content:
17
Generate
Topic
Develop
Outline
Hiring
Research/
Writing
Publish Track
Downloadable Content

18. Webinars

19. It’s all about the longform.
19
Host a Webinar Series

20. 20
Choose Topic
Guest
Speakers?
Scheduling
Promotion,
Awareness
Execution,
Feedback
Host A Webinar Series

21. Google Analytics

22. Content Development

23. Market Segmentation
• Grouping customers with common needs and
characteristics
• Marketing directly to each segment
• Speak directly to customers’ needs and increase
conversion rates

24. When you try to target everyone
you target no one

25. Editorial Process

26. Targeted Content

27. Content Marketing
at Scale
Process, process, process.

28. Search Engine Optimization

29. Algorithmic Ranking Factors

30. 100 Billion Searches
Each Month!

32. Organic vs. Paid Search

33. Click-Through Rates
Why such a substantial CTR drop off?
• Refined search rather than scrolling
• Searchers are satisfiers not optimizers
• People assume the best results are first

34. Content Promotion

35. WHY?:
•Gain exposure
•Gain credibility
•Get links
•Increase traffic
•Build relationships
35
Targeted Content Syndication

36. Outreach and Promotion
Where else do your visitors spend time online?

37. Social Media

38. Authorship may become more
important than links
38
Pay Attention to Google Authorship

39. Link Building
• Build personas for your
link targets
• What content would
they link to?

40. Dale Bertrand
President, Chimaera Labs
Dale@ChimaeraLabs.com